Understand behaviour

Why do we do the things we do?

Think about the last time a person, an idea or a physical experience influenced you to do something new, or differently.

What motivated you to change? Why?

Genetically pre-programmed, socially conditioned, our conscious thoughts are influenced by unconscious bias and ancient physiology.

As a result, we are not the rational agents we think we are. And, we are also often unaware of the influence systems, institutions and social norms have on us.

"The idea that the future is unpredictable is undermined everyday by the ease with which the past is explained.” - Daniel Kahneman.

If you seek to influence a worker, a customer or a community member, your first step is to conduct research and understand current behaviours in context.

Behavioural research examines and understands individual and social behaviour through measurement and interpretation. It explores human cognitive processes and behavioural interactions between humans, within systems and institutions.

It involves systematic analysis and investigation of behaviour through observation, controlled experimentation and modelling to achieve objective conclusions.

Research draws on theory from behavioural sciences including psychology, psychobiology, anthropology, economics, and cognitive science.

The Pivot Playbook marries behaviour and system change theory with strategy, communication, design and education systems and practice.

The first Behaviour PlaySpace is Understand Behaviour with the following three elements.

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1. Ideal behaviours within social, environmental and system contexts.

• Define target cohorts.
• Define system and organisation context.
• Understand strategy, priorities, timelines.
• Define intended behaviours.

2. Behavioural research designed and correlated with data analytics.

Multiple data and information sources from existing and designed measurement systems:

• Data driven insights.
• Human-centered (social and behavioural) research.
• Analytical research.
• Impact assessment and evaluation.

3. Insights, problem definition and focus points through discovery and co-design.

A design-thinking approach, informed by behavioural science, blending creativity and empathy with scientific rigour.

• Contribution of lived experience and understanding of intersections.
• User typologies based on likely or known biases, emotions, and perceptions within specific situations.
• Understanding real-world contexts: broader social, organisational, and market systems that significantly influence behaviour, mapped and addressed.

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Visit the second Behaviour PlaySpace, Change Behaviour.

Visit the third Behaviour PlaySpace, Achieve Impact.

Learn about Creativity and Identity.

View case studies.

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